Bulk uploads are a great choice for large-scale automation, as they can handle larger volumes than Ads scripts but without the complexity of the Google Ads API. In this session, Christopher will show what you can update via MCC-level bulk uploads and what not, including restrictions and workarounds. Different to Ads scripts, the preparation of data has to happen elsewhere: Christopher will explain the Bergzeit approach of preparing all search campaign data in SQL and BigQuery, leveraging the Google Ads Transfer data and the dbt framework for transformations. The full github repository will be shared that you can build your own search automation platform for highly customisable account structure setups, including extensive use of ad customisers via structured data. The common campaign structure considerations arecovered step by step. This session will start with the basics of bulk uploads and finish off with advanced tactics. Here is the link to the github repository: https://github.com/ChrisGutknecht/inventory_campaigns

1. Scaling Search With Bulk
Uploads and Ad Customizers
Christopher Gutknecht | Bergzeit | SMX 2023

2. 1. PPC Automation
in 2023
Our Session: Scaling Search with Bulk Uploads
3. Hands-on Use Cases
2. Bulk Uploads
(incl. Ad Customizers)

3. About Chris: Analytics & Performance at Bergzeit
Performance
Analytics
Climber
1997 2008 2013 2023
Dad of 2

4. I just learned
Javascript!
PPCs
PPC in 2023: What Should We Automate Control?

5. Help yourself
Google kid!
PPCs
Your
Inventory
What Does Not Taking Control Mean in PPC?

6. Nice, 3D postcards
for 4€ each!
PPCs
An Example of Fridge Snacks that Google Loved

7. One Product is not
enough, Google!
PPCs
Example of Search Trends vs. Inventory Change

8. My accounts run on
SKAGs and exact match! Classic!
ROAS jumped to 400% with
Auto-applied Recoms!
Two Types of PPC Experts: Old vs New School

9. Who Adds More Value in PPC, Chef or Waiter?
PMax
CHEF WAITER

10. RSA Rotation
Ad Copy Structure Value Optimization
Smart Bidding
Customizers Inventory Control Net Business Value
Assets
Keyword Targeting
100% Event Coverage
Anomaly Detection
Where Can We Add Value With Our Data?

11. What’s the Best Automation Stack for PPC?
Ad Scripts Bulk Uploads Tools / Ads API
Lightweight Scales well
Full data control
Very Powerful
Higher cost
Dependent on
feature scope
Runtime limits
No Quality control Data preprocessing
needed

12. 1. PPC Automation
in 2023
2. Bulk Uploads & Ad Customizers
3. Hands-on Use Cases
2. Bulk Uploads
(incl. Ad Customizers)

13. How Do Bulk Uploads Work?
MS Teams
Run Result
Scheduled
Upload
Specific
Input Files Email
Account
Data
Current
Inventory

14. Where in Our Account Do We Need Updates?
PMAX DSA Search
Generics Manufacturer
DSA DSA
Probably Here!

15. Know Search’s Worth via Data-driven Attribution

16. # Add Update
1 Campaigns
2 Adgroups
3 Keywords (no ids needed)
4 RSAs requires creative_id
5 Ad Customizers
6 DSAs not supported for automation:
- website targeting
- dynamic ad targets
not provided
7 Assets
(Extensions)
only supported for automation:
- sitelink assets
- price assets
not provided in
Ads Transfer
What You Can & Can’t Do With Bulk Uploads

17. How do Bulk Uploads work, e.g. for Campaigns?
1. MCC Campaign Template
2. Campaign Status Change via Bulk Upload

18. And How do Ad Customizers Work?
{CUSTOMIZER.attribute:fallback}
2. Add a Customiser
3. Use it in an Ad
1. Go to Business Data
(Account-level)

19. How to Use Multiple Customizers?
Define what should be
global vs account level!

20. 1. PPC Automation
in 2023
Scaling Search with Bulk Uploads- Use Cases
3. Hands-on Use Cases
2. Bulk Uploads
(incl. Ad Customizers)

21. Use Case I: Account-Level Ad Customizers
What can we brag
about in our Google
Ads copy?
What if we treated all our ad copy
data as customizer variables?

22. Decompose Your Facts into Ad Customizers
How is it done?

23. Decompose your Facts into Ad Customizers
Impressive. How is it
updated?
Employee
count
Min price*
Customer
count
Service
rating
Brand
count
NL
voucher
Article
count*
* Adgroup-level Customizers
Sale
Promotion

24. How to update Global Ad Customizers
Scheduled
MCC Upload
Specific Input File

25. The Magic of Ad Customizers
Level Use Case
MCC Global company data
Date & season data
Account Country data: delivery time
Weather data
Promotion texts
Campaign Manufacturer data
Brand count (Generics)
Adgroup Inventory data: price, count
Keyword Headlines
Global
Specific

26. Bulk Uploads Are Made for Large-Scale
Daily Upload with 114k rows

27. The Results: Users Loves Customizers
CTR 7% higher
CR 12% higher
Split of clicks ⅓ vs ⅔

28. Our Simple & Customizer-Heavy RSA Template
+15 Customizers per RSA
Real time data Google Sheets source
Multi-ad, -country, language

29. Use Case II: Inventory-based Search Campaigns

30. Transform from Product to Keyword-Level
These ‘Products’ could also be flights, cars, apartments etc.

31. How Do We Find Necessary Upload Inputs?
Scheduled
Upload
Specific
Files
Account
Structure
Current
Inventory

32. 2. What’s
Changed?
What to Upload? Transform Your Inventory Data
Specific
Files
Account
Data
Current
Inventory
Campaigns
Adgroups
Keywords
RSAs
Ad Customizers
…
1. What Do
We Need?
3. What’s
Relevant?

33. How to get Account Data? Use the Ads Transfer
Data Loader Source Tables Transformed Tables

34. Transform your data with dbt in SQL
Python New!
&

35. Our Bergzeit Inventory Campaign Repository
Google Ads Accounts
Product Feed Data
Data Sources To Configure
Ad Template
github.com/ChrisGutknecht/inventory_campaigns
Google Search Console

36. 2. What’s
Changed?
What to Upload? Transform Your Inventory Data
Specific
Files
Account
Data
Current
Inventory
Campaigns
Adgroups
Keywords
RSAs
Ad Customizers
…
1. What Do
We Need?
3. What’s
Relevant?

37. What Do We Need? 5 Current KW Combinations
# Combination KW Example
1 Brand Patagonia
2 Brand Model
(1st, 2nd)
Patagonia R1
3 Brand Gender Patagonia
Damen
4 Brand Category Patagonia
Fleecejacke
5 Category Fleecejacke
Data Model Graph

38. How We Define What’s Changed
Active Campaigns
Camp_1
Camp_2
Camp_3
Camp_4
Campaigns in
Feed
Camp_1
Camp_2
Camp_3
Camp_4
Camp_5
New Campaigns
Camp_5
Campaign
Updates
Status
Camp_3 Paused

39. How We Define What’s In Scope For Sync
Sync Campaigns
Camp_1
Camp_2 | Feed
Camp_3 | Feed
Sync Adgroups
Topic 1 | Feed B
Topic 2 | Feed BC
Adgroup 3
Adgroup 4
Filter Macros

40. Let’s Define What’s Relevant via Suggest API
1. All Created KW
Combinations
3. Filter by Extra Data
Suggest API Result
Search Console Data
KeyWord Serving Status
2. Extra Data Sources
Min 5
Min 50 Impr.
Serving

41. Suggest API Call for “La Sportiva Tarantula”
More Suggest Results > More Volume
“… 41” (size)

42. Measure Ad Group Efficiency Like This (NEW!)
New UI Metrics: Number of Elements
Compare Clicks to Campaign Size

43. Want Less Adgroups? Use Headline Customisers
Shout to Martin Röttgerding!

44. Extras: Generate Sitelink and Price Assets
Top 20 Price Assets: Brand + Category by Product Count
Top 20 Sitelinks by Brand

45. Our Process and Performance Results
Process Results
(2023 YOY, Same countries)
1-2 hr Monitoring / week
100€ cost / month
+17% Clicks (vs -2% Account)
+31% CTR
+12% CPC, +1.8% CPA
Inhouse data product

46. In The End: Do You Still Believe in Search?
Or have you given up? Don’t! Use your structured data!

47. Your Takeaways from this Session
1. Use Account Ad Customizers to Sync Data into RSAs
3. Don’t Just be Waiter! Be a Chef & Create Products of your Own
2. Evaluate Bulk Uploads For Syncing Your Inventory Data
github.com/ChrisGutknecht/inventory_campaigns
4. Learn SQL and test the campaign builder tool

48. Thanks for Your Time.
Looking Forward To Questions!
Chris Gutknecht | Teamlead Analytics & Performance
github.com/ChrisGutknecht/inventory_campaigns